| MARC ANDREWS |
| How to strengthen the impact of social, non-profit campaigns I would like to research how the knowledge of social psychology can help social campaigns to increase their power to stimulate an attitude or behavior change. Often campaigns succeed in creating an awareness for a specific topic but do not succeed in really changing the behavior or attitude. Campaigns show you possible consequences of your behavior and try to provoke with fear and threats. They like to wag ones finger to the viewer; but does it really change behavior or an attitude? In this research thesis I would like to combine the knowledge of my former psychology education with the field of visual communication. I want to investigate the psychological theories behind a behavior and attitude change, which factors are important and how can this process be influenced. I am interested in the total concept of these campaigns. By investigating the tools and media used of real campaigns I can get deeper insight in the process and thoughts behind a campaign. Further I want to get to know if the use of the new media as Web 2.0, social networks or interactivity can even stimulate more a behavior or attitude change. This new media makes it possible for a campaign that people get much more involved in the subject by learning facts and information in the virtual world. There can also be made an advantage out of the possibility of a two way communication instead of the traditional one way communication as it has always been the case with the traditional media as television, radio or printed matters. Another question would also be if actions implemented in real life can increase the impact of a message. www.marcandrews.nl [email protected] |
